Public Perception of the @ilmukomunikasi_unpam Instagram Account in Building Brand Awareness of UNPAM's Communication Science Program
(1) * Ela Hulasoh Mail (Universitas Pamulang, Indonesia)
(2) Cucu Sulastri Mail (Universitas Pamulang, Indonesia)
(3) Fandi Elvan Mail (Universitas Pamulang, Indonesia)
*corresponding author

Abstract


Penelitian ini bertujuan untuk mengeksplorasi persepsi publik terhadap akun Instagram @ilmukomunikasi_unpam sebagai platform digital yang strategis dalam meningkatkan brand awareness Program Studi Ilmu Komunikasi Universitas Pamulang. Dengan menggunakan desain penelitian kualitatif deskriptif, penelitian ini bertujuan untuk memberikan pemahaman yang mendalam tentang fenomena sosial tanpa memanipulasi konteks penelitian. Data dikumpulkan melalui kombinasi wawancara mendalam, observasi langsung, dan analisis. Data primer diperoleh dari hasil wawancara dengan informan terpilih yang memiliki karakteristik khusus yang relevan dengan tujuan penelitian, serta observasi langsung terhadap akun Instagram @ilmukomunikasi_unpam. Data sekunder diperoleh dari laporan analisis media sosial dan studi literatur yang relevan. Peneliti berperan sebagai instrumen utama dalam mengumpulkan dan menginterpretasikan data. Hasil penelitian menunjukkan bahwa akun Instagram @ilmukomunikasi_unpam memainkan peran penting dalam memperkuat kesadaran merek Program Studi Ilmu Komunikasi UNPAM. Hal ini dicapai melalui identitas visual yang konsisten, penyampaian konten yang relevan dan informatif, dan promosi strategis prestasi mahasiswa. Elemen-elemen ini secara kolektif berkontribusi pada persepsi publik yang positif terhadap merek program, memperkuat visibilitas dan daya tariknya di antara calon mahasiswa dan masyarakat luas

Keywords


Kesadaran Merek; Komunikasi Digital; Platform Digital; Pemasaran Media Sosial; Persepsi Publik

   

DOI

https://doi.org/10.31604/jim.v9i3.2025.1377-1385 		      

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10.31604/jim.v9i3.2025.1377-1385 Abstract views : 21 | PDF views : 0

   

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